Crisis management isn’t just a question of communications

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Just as an accountant isn’t an actuary or a lawyer isn’t necessarily a marriage counsellor, it doesn’t mean that an expert in public relations is a crisis manager. It’s true that communications play a role in crisis management, and a skilled communications expert can surely help an organization better communicate with its different audiences during a crisis. Better yet, a sound, ongoing public relations program helps build up reserves of sympathy capital that the organization can draw on when a crisis hits. But to reduce crisis management to a simple question of communications or public relations is a mistake that only compounds confusion.